america's customer festival talk

Social Care! September 15, 2014

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Listening and responding to service issues via social media to achieve more effective operations and customer advocacy

65% of customers believe that social media is a better way to communicate with companies than call centers

3 2012 OnePoll Research 2012 OnePoll Research

40% of customers already use social for customer service

4 2012 OnePoll Research 2012 OnePoll Research

Higher satisfaction is reported by 61% of brands offering social care

5 ICMI Q1 2014 Survey ICMI Q1 2014 Survey

74% of people expected help to come less than an hour after their tweet or Facebook post

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2010 Social Media Survey - American Red Cross 2012 OnePoll Research 2010 Social Media Survey - American Red Cross

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Social Care is a must – not a nice to have

Most Social Care Teams

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Text Here

Operations!Social Care Team

Apply social principles within traditional

operations

Unify marketing operations, tech, & leadership via social

Text Here Call Center:

Phone/Email Only

Social Care Team integrated into

operations

STAGE 2

STAGE 3

STAGE 4

STAGE 1

STAGE 0

Service has evolved

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Now we want to have a continuous conversation Care is a brand ambassador creating positive word-of-mouth Our relationships are at the center of the brand

We were focused on !call avoidance

Care was viewed as a back office cost center

We outsourced our relationships

‘We want to make people sticky

The pre-social world

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Sales

PR

Mktg

Service

Customer

The post-social world

Social Care

You Are

Here

Sales

Marketing

Service

PR

Social is not a channel. It is not a campaign.

It is a core competency that must be built into your organization’s DNA.

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The pillars of Social Service

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Extraordinary Empathy

Social Contact Center Integrate Social CRM Measure & Optimize

Extraordinary Empathy!

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Align Customer facing employees should over-index on empathy as it is a key strategy in preventing negative social interactions and fostering positive ones Accounts for trust & control Two powerful emotions often involved in moments that short circuit loyalty

Social Care requires extraordinary empathy

Social Contact Center!

Social Contact Center

Call Centers •  minimizing cost •  maximizing efficiencies •  avoid conversations …at the expense of engagement

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Customers now control the conversation and demand •  personal, timely responses •  in their preferred channels …regardless of what a brand wants

Current State:

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Call Center Chat Twitter Phone Web Email

The Call Center Evolved: Delta Case Features: •  Agents can do anything a call center employee can do, except book a

new ticket •  To add a personal touch, employees sign their tweets with their initial,

and their first names are listed on the airline’s Twitter profile •  Delta developed its “Twitter Watch” program, working with station

managers and airport personnel to deal with real-time customer experience

Benefits: •  Cross-channel, cross-team alignment •  Integrated contact management across channels •  Customized information •  Branded engagement

“We are actively driving volume into social care because it scales so well.” – Jerry Fletcher, Delta Assist

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Blogs

Facebook !& Twitter

Customer Communities Phone

Airport Personnel

Integration!

Integration

If we use a broader definition of service and ask the question “How does this benefit the customer?” we can move towards a customer-centric approach across channels: such as •  Product Development •  Marketing •  Mobile •  Digital (chat, emerging social)

20 Source: Forrester: January 2014 “Mobile Moments Transform Customer Experience”

“Customers have regained control because of the proliferation of information at their fingertips, and they benchmark their experience across their lifestyle. It’s no longer enough to be good within your industry; you need to be great across industries. Compounding that is the influence of social media.”

-Jim Bush, EVP World Service American Express

Social CRM!

American Airlines Social CRM Success

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Social Care Metrics

SERVICE QUALITY EFFECTIVENESS Service Level The percentage of incoming posts that an agent answers in a pre-defined amount of time

Average Handle Time Average amount of time agents work on social media responses during a pre-defined interval of time

Abandon Rate Percentage of posts never responded to or looked at by social team during a pre-defined interval of time

First Post Resolution Percentage of posts resolved on first response

Quality of Response Measure of the quality of an agent’s written communication

Redirect Rate Percentage of responses that redirect customers to a private conversation, such as chat or voice

Transfer Rate Percentage of responses that are transferred to another department

Amplification How likely an individual is to retweet or repost Loyalty A customer who continually purchases from a company – brand advocatesH

Customer Lifetime Value

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Measurement & Optimization!

Thank you.

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